Describes the results of a survey of Bulgarian companies as part of
a larger project funded by The European Commission. Investigates the
marketing attitudes and approaches of Bulgarian companies using a mailed
questionnaire based on a set of preliminary in‐depth interviews and
analyses the results using a cluster analysis. Results show the
existence of four clusters: the first, where marketing is virtually
non‐existent; the second and largest cluster, where companies are
primarily production oriented; the third, where companies are primarily
sales oriented; and the fourth, where there is full marketing
implementation. Compares these Bulgarian clusters with those found in
the UK, and indicates that Bulgarian companies have made little progress
towards full marketing implementation. Explores the barriers to the
adoption of marketing.
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